Demandbase Uses Its Own Tech to Raise a Round

Though many tech startups put their product front and center when raising new venture funding, not many are able to use their own technology to raise a new round.

That’s exactly what Demandbase has done with its new $15 million in funding.

The San Francisco-based company’s core asset is technology that enables it to know what company a visitor to a website is working from. It builds a variety of services around that capability. For example, a company looking to land a deal with AT&T would be able to customize its website content for anyone from that company. It also offers analysis of which companies are visiting a website and how often, among other services.